Method to create a customized e-commerce store

ABSTRACT

An electronic commerce system includes a host with two-way communication to a plurality of distributors. Each of these distributors offers an addressable inventory of merchandise that consists of discrete items. The host sorts the discrete items according to a class designation such that members of a same class are assigned a unique tag. A store builder may electronically request at least one of the unique tags. The host then creates a customized store with a unique name, look and feel, and product selection for the store builder. This store provides a consumer with access, via said distributor, to items assigned that unique tag.

CROSS-REFERENCED TO RELATED APPLICATIONS

This application is a continuation application of U.S. patentapplication Ser. No. 09/407,124 filed Sep. 27, 1999, and is herebyincorporated by reference to the same extent as though fully containedherein.

BACKGROUND

This invention relates to a method of electronic commerce employing anintegrated network of computers, such as the World Wide Web. Moreparticularly, a host assigns an identification tag to diverse itemsavailable from a plurality of distributors. A store builderelectronically interfaces with the host to create a customized storeproviding a plurality of diverse items having similar identificationtags.

The large integrated network of computers, referred to as the Internet,has had a significant impact on commerce. Electronic commerce(“e-commerce”) represents a significant source of traffic and customersfor merchants. Consumer research has shown that among the reasons forconsumers to shop on-line, that is via a network of computers, areconvenience, selection and variety. Twenty-four hour access, superiorproduct information and minimal travel time, combined with an almostinfinite variety of products to choose from is a powerful incentive totry this medium.

The sale of goods and services over the Internet to households nowrepresents about 5% of retail sales. It is expected that there will bean acceleration in e-commerce over the next several years. This growthwill be driven primarily by a huge influx of on-line buyers as well asan increase in the frequency of purchases among experienced on-linebuyers.

One traditional form of on-line shopping is destination oriented. Aconsumer desiring to purchase a specific product or service seeks out aretailer that carries the desired product or provides the desiredservice and goes directly to the retailer's web site to make a purchase.For example, a consumer may seek out Amazon.com if seeking to buy abook.

Another form of e-commerce is an affiliate program. A destination site,such as a web site drawn to a particular sporting team, directsconsumers to retailers selling goods or services through a link to thatretailer placed within the destination site. A sporting team destinationsite may provide electronic links to a seller of sneakers or autographedtrading cards. The destination site, as an affiliate, typically receivesa commission from resulting sales for referring traffic to the retailer.It is estimated that affiliate programs produce about 15% to 25% of anon-line retailer's traffic and sales volume.

The destination site, as affiliate, is at a disadvantage. Once theconsumer is directed to the on-line retailer, the retailer typicallyrequests sufficient information about the consumer that the retailer maycontact the consumer directly regarding new product lines and/or salesthereby depriving the affiliate of additional commissions.

There remains a need for an on-line system of electronic commerce thatreadily directs the consumer to a wide variety of selected goods, yetallows the destination site to retain the customer relationship and tobenefit from repeat purchases.

SUMMARY

Accordingly, it is an object of the invention to provide an e-commercesystem that enables anyone with access to a computer and the Internet tocreate and then to operate a customized, fully stocked, on-line storequickly and at little or no cost to the store builder.

It is a feature of the invention that the store builder is able tocreate a store front with a unique name, a unique look and feel and aunique product mix. A further feature of the invention is that thecreation of the store front and the administration of the store areconducted by the host at little or no cost to the store builder/owner.Rather, the store owner need only market the destination site.

It is another feature of the invention that a host provides aprospective store owner with a series of prompts to manufacture andcustomize a new on-line store. A further feature of the invention isthat there is a minimal, or no, cost to a prospective store owner forthe manufacture, customization or maintenance of an on-line store. Afurther feature of the invention is that when a consumer purchases anitem at one of the customized on-line stores, the purchase price isdivided between the distributor of that goods, the customized storeowner and the owner of the host.

It is a further feature of the invention that administrative details aremaintained by the host rather than the store owner. A further feature ofthe invention is that the stores are customizable after manufacture suchthat the store appearance or product mix may be readily changed by thestore owner. Still another feature of the invention is that thecustomized store may be electronically linked to other web sites by thestore owner.

Among the advantages of the invention are that the manufacture andmaintenance of a customized on-line store are at low cost or no cost tothe store owner. Further, the store is readily accessible to a consumerhaving electronic access to the World Wide Web. A further advantage isthat the actual supplier of the goods is only partially discernable tothe consumer whereby a consumer desiring to purchase additional items ismore likely to return to the same customized on-line store. A furtheradvantage of the system of the invention is that the administrativesupport provided by the host supports the sale of personalized goods andprivate label goods by the customized store owner.

Yet another advantage is that a single destination site support multipleproducts, therefore a consumer need learn only one method of on-lineshopping to satisfy multiple needs and need not visit multiple siteswith multiple electronic shopping requirements as with an affiliateprogram.

In accordance with a first aspect of the invention, there is provided anelectronic commerce system that includes a host with two-waycommunication to a plurality of distributors, each of the plurality ofdistributors offers an addressable inventory of merchandise consistingof discrete items. The host has the capability to sort the discreteitems from the plurality of distributors according to a classdesignation, wherein members of a same class are assigned a unique tag.A store builder with electronic access to the host is capable ofrequesting at least one unique tag. The host then creates a store forthe store builder. This store provides a consumer with access, via saiddistributor, to items assigned that unique tag.

In accordance with a second aspect of the invention, there is provided amethod for the manufacture of an e-commerce store. This method includeselectronically accessing a host that electronically displays a pluralityof store types, selecting a generic store type, setting up an accountwhereby the host recognizes a unique store owner, customizing the storeappearance and product mix, devising a commission schedule whereby if aconsumer provides a purchase price to purchase an item from the store,the purchase price is divided between a distributor of the item, thestore owner and an administrator of the host.

The above stated objects, features and advantages will become moreapparent to those skilled in the art from the description and drawingsthat follow.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates in block diagram destination oriented e-commerce asknown from the prior art.

FIG. 2 illustrates in block diagram an affiliate program for e-commerceas known from the prior art.

FIG. 3 illustrates in block diagram a customized e-commerce system inaccordance with a first embodiment of the invention.

FIG. 4 illustrates functions of the host in block diagram.

FIG. 5 illustrates the construction of a customized e-commerce store inflow chart format.

FIG. 6 illustrates an exemplary store building screen.

FIG. 7 illustrates the screen of FIG. 6 further including a pop-upscreen having store subsets.

FIG. 8 illustrates an exemplary store design screen.

FIG. 9 illustrates an exemplary store customization screen.

FIG. 10 textually illustrates a number of unique identification tagsthat may comprise an exemplary customized e-commerce store.

DETAILED DESCRIPTION

FIG. 1 illustrates in block diagram a destination oriented e-commercesystem 10 as known from the prior art. A consumer 12 communicates 14with a retailer 16. By consumer it is meant an individual desiring toeither purchase or receive information about a specific product orservice. The individual may be acting on his/her own behalf or on thebehalf of a corporate entity. A consumer may also be an intelligentmachine, such as a computer programmed to purchase desired goods orservices in response to a command, for example to restock the shelves ofa grocery store once purchase of a product exceeds a specifiedthreshold.

By retailer it is meant a person or corporate entity who satisfies theconsumer's requests, typically in return for a financial consideration.A retailer is a branded seller meaning that the retailer intends for theconsumer to remember the retailer and to seek out the retailer foradditional goods or services.

The consumer 12 communicates with the retailer 16 electronically, bydigital packets of data transmitted via the world wide web. Typically acomputer operated by consumer 12 electronically communicates with acomputer accessed by retailer 16 utilizing any suitable form ofelectronic communication. For example, transmission controlprotocol/internet protocol (TCP/IP) is widely used.

Communication 14 is two way, as indicated by directionality arrows 15,15′. The consumer 12 is able to peruse the items available for sale byretailer 16 and make selections or inquiries. The retailer 16 canprovide the consumer with the availability of the desired items andanswers to specific queries. The consumer 12 may then order specificitems on-line, typically utilizing a credit card or an electronictransfer of funds.

There are a number of problems with a destination oriented system. Theconsumer is captive to the goods and services offered by a singleretailer 16. Such goods and services may be limited to a single brand orto a restricted level of quality. While the consumer 12 may conduct asearch of the World Wide Web for other retailers having goods orservices more closely meeting the customer's expectations, such a searchmay be time-consuming and contains no guarantee of success. Further, theconsumer's confidence in the honesty of remote retailers and/orpreviously unheard-of retailers, may be limited.

From the retailer's standpoint, it is expensive to setup and maintain acomputer system capable of supporting e-commerce. The retailer mustprovide products to sell, provide transactional processing andfulfillment of orders, provide customer service and manage returns. Thee-commerce technology is complicated, requiring the services of skilledprogrammers. The volume of traffic visiting the retailer's web site, isvariable and, at times, may be insufficient to meet the retailer'scosts.

FIG. 2 illustrates an affiliate program for e-commerce 18 as known fromthe prior art. In the affiliate program 18, a consumer 12 electronicallycommunicates 14 with a destination site affiliate 20 via an appropriatedigital electronic communication protocol. The destination siteaffiliate web site illustrates a number of goods and services availablefrom a variety of retailers 16 ^(a)-16 ^(f). If the consumer 12 informsthe destination site affiliate 20 of a desire to purchase a listedproduct or service, the destination site affiliate 20 links 22,electronically transfers, the consumer 12 to the proper retailer's website. If the consumer 12 then decides to purchase from an affiliateretailer, for example 16 ^(a), the consumer 12 pays the retailer 16 ^(a)directly. Retailer 16 ^(a) then arranges with a distributor, for example17 ^(a) to ship the purchased goods to consumer 12. In some embodiments,the retailer also functions as the distributor or there may be multipledistributors supporting a single retailer. The owner of the affiliatedestination site 20 receives a commission that is typically between 5%and 10% of the sale price.

While advantageous to the consumer 12 in that many retailers areaccessible via a single affiliate destination site 20, the affiliatedestination site risks losing the consumer 12 as a customer for futuresales. During the first sale, retailer 16 ^(a) will typically obtainsufficient information about the consumer to contact the consumer 12directly and the affiliate destination site 20 is not needed for repeatsales causing the site owner to lose out on future commissions.

FIG. 3 illustrates a first embodiment of an electronic commerce system26 in accordance with the invention. A host 32 has two-way communication34 with a plurality of distributors 17 ^(a)-17 i. While FIG. 3illustrates nine distributors as an exemplary number, the actual numberof distributors in two-way communication 34 with host 32 is not fixedand may number in the hundreds or thousands. It is anticipated that thenumber of distributors will vary with the trend being towards increasingthe number of distributors. Each distributor 17 ^(a)-17 ^(i) has anaddressable inventory of merchandise consisting of discrete items.Addressability may be by UPC number (Universal Product Code), aninternally developed product code or any other means by which a specificproduct may be readily identified. Preferred addressability is by acustomized product code to provide a desired degree of uniqueness.

The distributors will have different items available, for example,distributor 17 ^(a) may carry books while distributor 17 ^(b) may carryhome furnishings. Multiple distributors may carry similar goods howeverfrom different manufacturers. For example, distributor 17 ^(c) may carrybrand name electronics from one or two suppliers while distributor 17^(d) may carry similar electronic products from different brand namemanufacturers.

Preferably, the two-way communication 34 is in the form of a digitaldata link between a computer maintained by the host 32-and computersmaintained by distributors 17 ^(a)-17 ^(i). Such a digital link istypically referred to as an electronic data interchange (EDI) link andenables the electronic satisfaction of orders including payment andshipping. Alternatively, the two-way communication may involve a humaninterface, such as by facsimile or telephone.

The host 32 has the capability to sort the discrete items inventoried byall of the plurality of distributors 17 ^(a)-17 ^(i) according to classdesignation. Members of a same class are assigned a unique tag. Forexample, all table lamps may be assigned one identification tag whileall race car memorabilia may be assigned a different identification tag.A table lamp encompassing race car memorabilia would be assigned bothunique identification tags. An exemplary identification tag is a mixtureof product categories, assigned key words and other identifyingcharacteristic data.

A store builder 36 electronically communicates 38, typically in acomputer-to-computer digital protocol, with the host 32. The storebuilder 36 is capable of requesting of the host 32 at least one of theunique identification tags. The host 32 then creates a store 40 for thestore builder 36. The store 40 provides a consumer 12 with access to theitems assigned the unique identification tag. Should the consumer 12desire to purchase a displayed item, the item is shipped 42 from one ofthe distributors, for example 17 ^(i), to the consumer. Since theconsumer 12 has primary discernable access to the store 40, it isanticipated that future sales will be through store 40 generatingadditional revenue for store builder 36, a distinct advantage over anaffiliate program.

FIG. 4 illustrates functions of the host 32 in block diagram. The host32 has a front end portion 44 that communicates 46, in digitalelectronic protocol, via store 40 with consumer 12. Along communicationlink 46, 46′, are transmitted product displays, product pricing andanswers to customer queries. The store 40 has been customized, asdescribed below, by the store owner such that the customer views store40 as a unique stand-alone entity that is worthy of repeat visits andrepeat purchases.

Among the administrative functions of the host are order taking, storecreation, hosting of customer service, transaction processing, orderfulfillment and returns as well as system maintenance and up-grades.

Front end portion 44 receives both orders and payments from consumer 12as well as return requests and other administrative matters. Ordertaking, payments, customer service inquiries and responses, and returnrequests are digitally communicated 48 directly from the customer 12 tothe host 32. Although communicating with the host for theseadministrative details, the consumer's primary activity is with thestore 40 causing the host 32 to be of limited discernability to consumer12. Direct communication link 48 frees the store 40 from the need toprovide administrative support.

In a preferred embodiment, the administrative details are conductedunder store branding rendering the host indiscernible to the consumer.For example, even if customer service is provided through host, thecustomer service representatives as well as customer service datascreens appear to the consumer as originating with the store.

An administrative portion 50 of the host 32 communicates 38 with storeowner 36. The administrative portion 50 allows the store builder 36 tobuild the customized store 40 and to modify the store 40 as desired. Inaddition, the administrative portion 50 communicates messages to thestore owner 36, adjusts prices, monitors, sales and commissionperformance and allows the store owner to change the product mix.

A back end portion 52 communicates 34 with the plurality of distributors17 ^(a)-17 ^(i). The back end portion 52 transmits orders and paymentsto the appropriate distributor and verifies that requested items havebeen shipped. In addition, the back end portion 52 assigns the uniqueidentification tag to each item available from the plurality ofdistributors to enable store owner 36 to create the customized store 40.

To develop a data base of goods, unique identification tags are assignedby any suitable process or combination of processes. For example, avendor may provide a data base with vendor codes for availablemerchandise. The host could then convert the vendor codes to host codesand enter the products into the host data base. Alternatively, avendor's product catalog may be digitally scanned into the data base andthe host codes manually entered. In another alternative, an automatedprocess may assign the vendor goods with host product codes based on keywords and an electronic characterization of the data.

There is also communication within the host between the portions 44, 50,52. For example, when a customer order is received at the front endportion 44, that order is communicated to the back end portion 52 fortransmittal to the appropriate distributor. When payment is received,the store owner's commission is forwarded to the store owner 36 and thepurchase price communicated to the distributor 17.

FIG. 5 illustrates in flow chart format a series of steps by which aprospective store owner builds a customized e-commerce store inaccordance with the invention. This is done at either a nominal cost, orpreferably, no cost to the store builder. The prospective store ownerelectronically communicates with the host by logging on to the host'sweb site on the World Wide Web. The host's web site has an electronicaddress, URL (Uniform Resource Locator), that provides accessibility topersons on the Internet. The prospective owner obtains the host's URLthrough any appropriate means such as advertisements (print orelectronic), word of mouth or searching on the Internet. Once theprospective store owner accesses the host, a preliminary home pagedescribing the functions and capability of the host and links theprospective store owner to a store building web site.

At the store building web site, the prospective store owner is firstprompted to select a store type 54. Different types of stores availableto the prospective store owner appear on the prospective store owner'scomputer screen. FIG. 6 illustrates an exemplary store building screen.The prospective store owner is provided with a number of differentgeneric store types 56 and a description 58 of each generic store type.The anticipated commission range 60 is also specified. The price paid bythe consumer for goods purchased from the customized store has threecomponents. First is the purchase price which is transmitted from thehost to the distributor. Second is the commission, a percentage of thepurchase price that is paid by the host to the store owner. The thirdcomponent is retained by the host for operating expenses and profit tothe host owner.

The generic store may be a superstore 62, or a themed store drawn tosports, movies, etc. Further refinement in the type of store is achievedby clicking, pointing a computer mouse button and selecting, on a selectstore type button 64.

Referring now to FIG. 7, clicking on the select store button opens apop-up screen 66 that further refines the generic store to a specialtystore 67. For example, rather than a generic sporting goods store, thecustomized store may deal exclusively with soccer merchandise or campingmerchandise.

With reference back to FIG. 6, a generic superstore 62 may appeal to abroad base of consumers, but may be subject to competition from otherstores, affiliates and retailers. A more specialized store, such as asporting goods store, will have more selective appeal to a smaller groupof consumers, but face less competition. A customized specialty store,such as a camping store, has an even smaller group of interestedconsumers, but since these consumers likely have an interest in theproducts offered, the number of visitors that make purchases is expectedto be high compared to more broadly defined types of stores.

As a further alternative, the store may be based on a specific theme 68,for example, Elvis memorabilia. Alternatively, a key word or series ofkey words may be utilized to construct the store. For example, thekeyword “Australia” would lead to the creation of a customized storethemed around the country Australia.

Examples of descriptions for stores, including superstores 62, stores ofspecific theme 68, generic type stores 56, their descriptions 58, andcommissions 60 include the following:

-   -   SUPERSTORES    -   Offers a broad selection of merchandise across many product        categories.    -   Commission range: 5%-25%    -   SPORTS & OUTDOORS    -   A wide selection of team sports and outdoor gear.    -   Choose “all sports” for the whole selection or an individual        sport for a specific sport.    -   Commission range: 10%-25%    -   BOOKS    -   Hardcovers, paperbacks, and tapes from a database of over        400,000 titles.    -   Choose “all books” for the whole selection or an individual        topic area.    -   Commission range: 5%-20%    -   MUSIC    -   CDs and cassette tapes from a database of over 107,000 titles.    -   Choose “all music” for the whole selection or a favorite type of        sound.    -   Commission range: 7%-20%    -   MOVIES    -   Our movie stores include VHS cassettes and DVDs from a database        of over 90,000 titles.    -   Choose “all movies” for the whole selection or an individual        genre for a specific selection of titles.    -   Commission range: 8%-20%    -   VIDEO GAMES    -   A selection of games/accessories for Nintendo 64™, Sony™,        Playstation™, Gameboy™, and other systems.    -   Choose “all games” for the whole selection or an individual        brand.    -   Commission range: 2%-10%    -   THEMES    -   Do you have a specific area of interest? If so, for you        enthusiasts, we are continually adding stores devoted to your        favorite topic. Here are just a few stores we have completed.        More to come!    -   Commission range: 5%-25%    -   ELECTRONICS    -   Choose from over 4,000 consumer electronics items for the home,        office, and car.

Referring back to FIG. 5, the prospective store owner is next promptedto set up an account 70 whereby the host recognizes and is enabled tosecurely communicate with the prospective store owner. The accountinformation includes the customized store owner's name, email addressand a secure password. The password is utilized when an owner of acustomized store seeks to communicate with the host about the store, forexample, to modify the store contents or appearance or to get anaccounting of earned commissions.

The store owner is then prompted to design a store, customizing how thestore will appear on a consumer's computer screen. As illustrated inFIG. 8, the prospective store owner is prompted to select from one of anumber of store designs 74. A preview window 76 provides the prospectivestore owner with a preview that may be readily adjusted as needed. Thestore design 74 establishes the top and bottom border designs and thepositioning of text.

A color palette 78 enables the prospective store owner to select thedominant colors for the top and bottom border designs and, in someselections, a background color for highlighting the text. A font style80 enables the store owner to choose a distinctive font.

There are multiple selections within each of the three variables, storedesign 74, color palette 78 and font style 80. This enables a largenumber of unique stores to be formed. For example, if there were fivestore designs, 15 colors and 20 font styles, this would enable theformation of 5×15×20=1500 unique store appearances. The store name andselected goods provides further distinctiveness. This example is notintended to limiting, other customization, such a graphics imported bythe store owner, may be included. In addition, the number of designs,colors and fonts is for example only.

Referring back to FIG. 5, the store owner is next prompted to customize82 the store. FIG. 9 illustrates an exemplary customization screen. Thestore owner is prompted to select a unique store name 84 and a storeslogan 86. As a default, the prospective store owner's name and the word“store” may be combined as the store name and a slogan generated by thehost utilized. Further customization allows for a home page narrative 88to make the store more interesting to consumers. The text withinnarrative 88 reads, for example: “Whether you are striking out on somedaring adventure or simply sleeping out in the backyard, we've got thegoods you need. You won't need to hire a scout to find what you need . .. choose a category of products to begin browsing” (max. 800characters).

To provide the customized store with a URL, the host provides a numberof selectable” domain names 90 that have been cleared for use by thehost. The prospective store owner than appends a unique store directory92 to the domain name completing the URL.

If the prospective store owner has other sites that may be of interestto consumers, an electronic return link 94 may be created enablingconsumers to access the other sites with a click of the computer mouse.A link may also be created at these other sites to allow the consumer toaccess the customized store.

Text block 83 reads, for example: “Here you can further customize yourstore by providing a unique name, slogan, and homepage text. You canalso choose a domain name/directory combination (used to construct yourstore's URL) and add a permanent return link back to an existing site.We have filled in some of the information for you, but feel free tochange any of it. Simply make your changes in the boxes below and click‘next’.”

Text block 85 reads, for example: “This text shows up on the homepage ofyour store. You can modify the text below, or just use it as it is.”

Text block 87 reads, for example: “Select from any of our differentdomain names to host your store. Select the domain name you would liketo use and then enter in the name of the directory you would like tohave within that domain (e.g., www.vstoresdvds.com/mystore). Please donot use any spaces.”

Text block 89 reads, for example: “If you have an existing site, and youwould like to have a link from your store back to your site, pleasecheck the box below and enter a link to the desired page of your site.”

A second customization screen, illustrated in FIG. 10, identifies allproducts that the host considers should be present in the proposedcustomized stores. Each different item 96 has been assigned a uniqueidentification tag, such that all tents have the same identificationtag, no matter which distributor provides that tent Likewise, each airmattress has the same identification tag that is different than theidentification tag for tents. By selecting or deselecting 98 items, thecustomized store may be further refined to sell only a few of theselected goods. In addition, alternative goods, having been assignedunique identification tags in others of the customized stores may beadded to the product category.

Examples of items 96 include the following:

-   -   Product Categories    -   Tents    -   Bags And Packs    -   Air Mattresses    -   Cookware    -   Camping Stoves    -   Sleeping Bags    -   Rain Gear    -   Lanterns    -   Accessories    -   Gazebos    -   Binoculars    -   Knives    -   Rigid Blade        -   Folding Multi Tool        -   Folding Pocket        -   Folding Locking        -   Miscellaneous    -   Watches    -   Books        -   Camping        -   Mountaineering        -   Hiking    -   Movies

Text block 98 reads as follows: “In this step, you can customize theproduct selection of your store. Your store has been stocked with theproducts listed below. To remove a product category from your store,simply uncheck the box next to the category you wish to remove and click“next” (Note: After you finish building your store, you can use theadministration system to add, remove, or rearrange your products andcategories).

Referring back to FIG. 5, the store owner is finally prompted to providea commission address 100 where earned commissions may be either mailedor credited to an appropriate bank account.

With reference to FIG. 3, operation of the electronic commerce system 26is described in more detail. The store owner 36 communicates 38 with thehost 32 to build the customized store 40. A single store owner may havemultiple stores 40, 401 and the host 32 supports stores 102 owned byadditional store owners. It is estimated that each customized storerequires between 10 thousand bytes and 100 megabytes of computer memoryto establish and maintain, dependent on complexity and that one terabyteof memory will support up to one million customized stores.

Store owner 36 may display products and services other than thecustomized store 40 to consumers 12. For example, store owner 36 mayoperate a website drawn to New England camping including maps andweather forecasts. A consumer 12 interested in New England camping maycommunicate 104 with the store owner 36 to learn more about New Englandcamping. Store owner 36 may then provide a direct communication link 106to customized store 40 for New England camping site visitors interestedin purchasing camping materials.

Communication link 104 may also be used by the store owner 36 to marketthe products contained in customized store 40 or otherwise assist inincreasing the number of store visitors.

If a consumer decides to purchase goods, that information iscommunicated 48 to host 32. If the goods purchased include personalizedgoods 108, that information is communicated to store owner 36. Paymentfor the goods is received by host 32 and the order placed and filledwith the appropriate distributor, for example 17 ^(i). The goods arethen shipped 42 to consumer 12. After distributor 17 ^(i) is paid, thestore owner 36 is credited with a commission. While commissions can bepaid on a sale by sale basis, it is envisioned that quarterly paymentswill be more economical. In addition, if the commissions do not reach acertain threshold, for example, ten dollars, payment may be deferred tosave money.

After payment to distributor and payment of commission to store owner,the remainder of the purchase price is retained by the host owner tomaintain the host site and as the host owner's profit.

In addition to the goods offered through customized store 40, storeowner 36 may market personalized goods 108 through its own web site,with the host 32 attending to the administrative details. The host 32communicates to store owner 36 if any personalized goods 108 are to beshipped to consumer 12.

Utilizing the previously assigned password, the store owner 36 maycontact the host 32 at any time and access the administration portion.The store owner may then change the store design or the mix of itemssold. The store owner may access a list of items sold to determine whatis selling and what isn't. In addition, the store owner may access acommission report to determine the present level of earned commission.

While particularly described in terms of store owner 36 beingsubstantially invisible to consumer 12, store owner 36 could maintain aweb site receiving heavy traffic, but limited revenues, for example, asite maintained by a national news organization. The e-commerce system26 of the invention supports a customized store 40 selling private labelgoods for such a heavy traffic customer. For example, the store 40 mayoffer books and videos of interest to people who tend to log onto newssites. Customized portion 110 may offer mugs, hats and other memorabiliaassociated with that national news organization.

Host 32 would handle the entire back-end including order fulfillment,transaction processing, customer service and returns. In any of theabove embodiments, the host may be discernable to the consumer throughthe administrative process or, alternatively, indiscernible byapplication of a store owner's private label to these back-endactivities.

Other than a straight commission as noted above, the purchase price maybe subject to a different type of revenue sharing formula and pricingmay be set, in controlled environments, by the store owner rather thanthe host administrator.

It is apparent that there has been provided in accordance with thisinvention an e-commerce system that benefits the individual store owner.While this invention has been described in combination with specificembodiments thereof, it is evident that many alternatives, modificationsand variations will be apparent to those skilled in the art in light ofthe foregoing description. Accordingly, it is intended to embrace allsuch alternatives, modifications and variations as fall within thespirit and broad scope of the appended claims.

1-21. (canceled)
 22. An electronic commerce storefront system, thesystem comprising: (a) a host, configured for operation by a host owner,suitably adapted for two-way electronic communication between the hostowner and a plurality of distributors, the host providing access to aplurality of products for sale electronically from a plurality ofdifferent distributors, the host adapted to transmit electronic ordersto the plurality of distributors in response to purchase requestsreceived; (b) a store builder web site, adapted to configure anelectronic store in response to input from a store owner during accessto the store builder web site, to create an electronic store managed bythe host for the store owner, said electronic store to provide each of aplurality of consumers the ability to purchase at least one merchandiseitem selected from the plurality of products, the host presenting a webpage to the plurality of consumers when the electronic store isaccessed, the electronic store configured to receive and transmit to thehost electronic orders directly between the respective ones of theplurality of consumers and the electronic store; wherein the creation ofthe electronic store, during access to the store builder website by thestore owner, comprises: receiving one or more selections from the storeowner for customization of the appearance of the store; receiving astore name from the store owner; receiving from the store owner anidentification of a plurality of products to be offered in the store;and assigning a new URL for access to the store by each of the pluralityof consumers.
 23. The system of claim 22 wherein the store owner ispresented with a store preview via the store builder web site resemblingthe electronic store, prior to the creation of the electronic store. 24.The system of claim 22 wherein the store owner selects categories ofproducts that will be included in the electronic store.
 25. The systemof claim 22 wherein an automated process assigns product codes to theplurality of products based on keywords and an electroniccharacterization of the keywords.
 26. The system of claim 22 wherein thestore owner uploads a graphic to the store builder web site and thegraphic is integrated into the electronic store.
 27. The system of claim22 wherein the host provides selectable URLs, and the new URL isselected from the selectable URLs.
 28. The system of claim 22 wherein atleast a portion of the plurality of products to be offered in the storeare selected from the plurality of products for sale electronically froma plurality of different distributors.
 29. The system of claim 22wherein the store owner is one of the plurality of differentdistributors.
 30. An electronic commerce storefront system, the systemcomprising: a host providing a store builder website wherein: the storebuilder website is configured to create an electronic store at therequest of a store owner, the electronic store is managed by the storeowner, the electronic store provides access to a subset of a pluralityof merchandise items for sale electronically, the plurality ofmerchandise items is provided by a plurality of distributors, theelectronic store receives orders for merchandise items of the pluralityof merchandise items from consumers, the orders are processed by thehost electronically, the orders are forwarded electronically by the hostto one of the plurality of distributors corresponding to the merchandiseitems selected, and the electronic store is provided a new URL; thestore owner being one of the plurality of distributors; during access tothe store, the owner providing a store name, selections for thecustomization of the electronic store, a selection of the new URL, andan identification of the subset of the plurality of merchandise items;two-way electronic communication between the host and the plurality ofdistributors, wherein the host automatically generates requests andmessages based on input from the store owner, consumers, and theplurality of distributors; and electronic accounting of amounts paid tothe store owner and the plurality of distributors for the orders formerchandise items.
 31. The system of claim 30 wherein the store owner ispresented with a store preview via the store builder web site resemblingthe electronic store, prior to the creation of the electronic store. 32.The system of claim 30 wherein the store owner selects categories ofproducts included in the electronic store.
 33. The system of claim 30wherein an automated process assigns product codes to a subset of theplurality of merchandise items based on keywords and an electroniccharacterization of the keywords.
 34. The system of claim 30 wherein thestore owner uploads a graphic to the store builder web site and thegraphic is integrated into the electronic store.
 35. The system of claim30 wherein the host provides selectable URLs, and the new URL isselected from the selectable URLs.
 36. A method of selling products tocustomers comprising: in response to a request from a brand owner tocreate an electronic storefront for the brand owner's brand, providing alist of one or more sales items to the brand owner, wherein each salesitem is available for purchase from one or more distributors at apredetermined price; receiving selections from the list of one or moresales items; generating an electronic storefront under the brand, theelectronic storefront offering the selections for sale to consumers;operating the electronic storefront; receiving a purchase order for anitem of the one or more sales items at the electronic store front; andresolving payment for the purchase order automatically between the brandowner and the one more distributors.
 37. The method of claim 36 whereinthe resolving includes paying a commission to the brand owner on thepurchase order made via the electronic storefront.
 38. The method ofclaim 36, further comprising: upon receipt of the purchase order from afirst consumer for a first selection via the electronic storefront,issuing a request to a first distributor associated with the firstselection.
 39. The method of claim 36 wherein a host operates theelectronic storefront.
 40. The method of claim 36 wherein a hostperforms the resolving.
 41. The method of claim 36 wherein the resolvingoperates according to preset business rules.